Corporate Podcasting Summit – The Podcast Audience Revealed

Tom Webster, Edison Media Research

Data on who is listening to Podcasts. From 1,925 telephone interviews conducted in January 2006.

  • January 2006 – 81% Internet Access From Any Location. 58% Broadband / 38% Dial-Up.
  • More than 1 in 5 (22%) had heard of the term “Podcasting.”
  • The definition presented – “Audio podcasting is the concept of downloading various types of longer-form online audio programs, in the form of digital files you can listen to at any time you use. Audio podcasting does NOT refer to the downloading of individual MP3s or songs.”
  • After definition – More than one in ten (11%) had listened to a Podcast.
  • Listener breakdown: 52% Men / 48% Women. 33% aged 12 to 24 / 42% aged 25 to 44.
  • More likely to be full-time employees.
  • 17% have an advanced degree.
  • 25% have income over $75k.
  • Spends an average of 2 hours, 7 minutes on the Internet.
  • Nice.

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